DESIGN NEWNESS EFFECTS ON CONSUMERS’ HEARTS AND MINDS, AND THE MODERATING ROLES OF INVOLVEMENT AND RISK PERCEPTIONS
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Tarih
2020
Yazarlar
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Yayıncı
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Every product used in every part of daily life has a different design, and different productdesigns are accepted differently by consumers depending on their emotional and cognitiveprocesses. These emotional reactions and cognitive evaluations have a significant impacton the way consumers experience the world, how they will respond to different stimuli,and how they will make their choices. This research aims to investigate the effects ofproduct design newness levels on consumers’ approach/avoidance behaviors. The centralpremise of the study is that consumers’ emotional and cognitive evaluations, while theyare faced with a prototypical, novel, or futuristic design, are strong determinants of theirbehavioral intentions. In addition, product involvement and perceived risk are expectedto moderate the hypothesized relationships. Other studies focus on product design andemotion/cognition relationships, but none of them have concentrated on the effects ofdesign newness levels on consumers and the roles of product involvement and perceivedrisk so far. The current study that has been designed to fill these gaps offers and empiricallytests the hypothesized relationships with data collected from 750 usable questionnaires.As expected, the results are in support of the fact that consumers give more positiveemotional and cognitive reactions to products with increasing design newness levels. Onthe other hand, product involvement is found to be not a moderator of design effects,but a significant driver of such emotional/cognitive evaluations. Finally, perceived risk isshown to play an important role in shaping the influence of cognition (but not emotions)on consumers’ approach behavior.
Açıklama
Anahtar Kelimeler
Kaynak
Pazarlama ve Pazarlama Araştırmaları Dergisi
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Scopus Q Değeri
Cilt
13
Sayı
2
